The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating in the arts, and creating opportunities for people to become involved through different spaces and places. This report provides an overview of the wide range of New Audiences activity and outlines priority areas for engaging with general audiences, young people, diversity, disability, families, inclusion, rural and older people.
Findings • The success of broadcast projects indicates new policy directions for the Arts Council • ‘Ambassador’ or network marketing is effective, though time and resource intensive • Test Drive the Arts marketing is effective in attracting people to new venues and artforms • The basics of marketing have to be in place, including knowledge about existing and new target audiences; accurate mailing lists; effective communication methods; targeted advertising